Will people buy cheap food to help save the planet? The answer is yes – and no.

That was the idea behind it Flash food, an app-based marketplace that aims to divert food away from landfills and families in need. It collects food near its best-by date, places it in refrigerators at more than 2,000 grocery stores, and then sells the food to users at a discount. Since launching in 2016, it has diverted more than 90 million pounds of fresh food and saved shoppers more than $200 million.

But when chief customer officer Jordan Schenck started listening closely to customers recently, she heard a disconnect. Flashfood's marketing AND Marking were all mission-oriented—with a foil logo to signal sustainability and phrases like “Help us reduce food waste” splashed across their refrigerators. “But when we got down to why people bought the product, it was really, 'Hey, I saved $2,000 on groceries and I was able to fix my roof or get school supplies for my kid as a single mom,'” Schenck says. . “It wasn't, 'I got 900 miles of carbon dioxide out of the atmosphere.'